Menswear will see a steep decrease in current value sales in 2020 as the category was strongly affected by the COVID-19 restrictions and lockdown measures. During lockdown male apparel purchases were mainly focused on sportswear and casual clothes as men sought versatile, comfortable clothing to wear at home.
Pre-pandemic, male consumers were increasingly looking for convenience and comfort in their apparel. Manufacturers were therefore adapting their offerings by focusing on new fabric combinations that are more comfortable to wear, such as fabrics with a higher percentage of stretch.
Before the COVID-19 crisis, some Portuguese men were already buying apparel products online as they benefitted from the convenience of the channel and the opportunity it provided to easily compare products. The lockdown in mid-March to early May made the behaviour of purchasing via e-commerce more widespread as men who usually shopped at in-store retailing channels were not able to do so.
In 2021, menswear is expected to start making a slow recovery from COVID-19. Some of the early recovery will be fuelled by men making the purchases they put off in 2020 due to the economic uncertainty.
Men’s jeans is expected to be the fastest recovering category in menswear. Jean’s will remain a basic, staple fashion item which will benefit from the growing trend of dressing more casually at work.
Fast-fashion players are expected to continue leading menswear in current value sales terms over the forecast period. Lojas Primark Portugal, the leader of the category, along with second-place Zara Portugal Confecções, are expected to continue benefitting from offering fashionable clothing at affordable prices, as most male consumers will remain more price-sensitive in the aftermath of COVID-19.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Menswear industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Menswear research and analysis database.
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